To promote the midseason return of The Walking Dead (@WalkingDead_AMC), AMC partnered with @iTunesTV to host a Twitter Q&A with star Norman Reedus (@wwwbigbaldhead) right before the show aired on Sunday.
With its 9 p.m. start, the show was up against the Olympics in primetime. Prior to the new episode, AMC programmed a marathon of the previous season during the day. Then the scheduled chat created buzz for the half hour leading up to the premiere. The Q&A was within the Nielsen Twitter TV Ratings (NTTR) window, helping to fuel 1.24 million Tweets about the show seen 68.4 million times by 526,174 people. This made it the night’s top program, according to the NTTR from Nielsen SocialGuide (@Social_Guide).
Reedus’ account @wwwbigbaldhead gained approximately 10 times his average daily follower growth and four times his average Retweets and favorites compared to the week prior.
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